July’s Special Collections display in LCF Library focuses on how fashion has been advertised in our collection of historical and contemporary fashion magazines throughout the 20th and 21st centuries.

Fashion advertising has changed rapidly; becoming increasingly more visual, colourful and diverse as time has progressed to reflect the changing social climate in which fashion is produced and consumed. However some of the most remarkable fashion adverts in LCF Special Collections come from the Second World War.

Taken from issues of the trade magazine Tailor and Cutter, the adverts below show how tailors and textile merchants across the UK were responding to the limitations of wartime rationing.

Advert from Tailor and Cutter. Source: Jenny Lelkes.

Advert from Tailor and Cutter. Source: Jenny Lelkes.

Advert from Tailor and Cutter. Source: Jenny Lelkes.

Advert from Tailor and Cutter. Source: Jenny Lelkes.

If you would like to find out more about fashion advertising in LCF Library Special Collections, please do come and pay us a visit.